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All Journal JBMP (Jurnal Bisnis, Manajemen dan Perbankan) The Spirit of Society Journal : International Journal of Society Development and Engagement Sebatik Jurnal Abadimas Adi Buana PEDULI: Jurnal Imiah Pengabdian Pada Masyarakat Community Development Journal: Jurnal Pengabdian Masyarakat Indonesian Journal of Cultural and Community Development Prosiding Conference on Research and Community Services IJECS: Indonesian Journal of Empowerment and Community Services Benchmark Studi Ilmu Manajemen dan Organisasi Jurnal Pengabdian Masyarakat untuk Negeri (UN-PENMAS) Procedia of Social Sciences and Humanities Indonesian Journal of Management Science Journal of Economics and Social Sciences Sewagati Escalate : Economics and Business Journal Prosiding Seminar Nasional Kusuma Semeru Jurnal Pengabdian Masyarakat
Muslichah Erma Widiana
Program Studi Magister Manajemen, Fakultas Ekonomi Dan Bisnis Universitas Bhayangkara Surabaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Public Health Social Sciences Other

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Consumer Based Competitive Priorities of Via Tuban Shrimp Paste in the Indonesian Market: An Importance Performance Analysis: Prioritas Kompetitif Berbasis Konsumen dari Terasi Udang Via Tuban di Pasar Indonesia: Analisis Kepentingan-Kinerja Enny Widyaningrum, Mahmudah; Saputro, Andre Ridho; Saputra, Eka; Evawati, Diana; Widiana, Muslichah Erma; Prayogi, Yoga Adi
JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Vol. 12 No. 1 (2026): April
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/jbmp.v12i1.2245

Abstract

This study evaluates the consumer-based competitive priorities of Via Tuban shrimp paste (terasi) by analyzing the gap between perceived importance and performance of key product attributes using Importance–Performance Analysis (IPA). Drawing on the resource-based view and consumer value theory, the research assesses seven attributes; quality, packaging, price, distribution, brand image, food safety, and promotion & innovation through a structured 5-point Likert survey administered to 65 purposively selected consumers. Findings reveal a significant shortfall in performance relative to expectations, with a grand mean importance of 4.26 and performance of 2.63. All attributes show negative gaps; "quality" has the largest gap (−1.81) and falls into Quadrant I (high importance–low performance), marking it as the top priority for improvement. "Packaging," "distribution," and "food safety" fall into Quadrant II (high importance–high performance), indicating existing strengths. In contrast, "price" and "promotion & innovation" are lower priorities, while "brand image" suggests possible overemphasis. The study provides a clear, evidence-based roadmap for capability upgrading in traditional fermented seafood MSMEs and contributes to the strategic management of local food products by linking customer perception to actionable operational improvements. Limitations include a localized sample and reliance on self-reported data, suggesting opportunities for future research expansion.
Co-Authors . Soehardjoepri A.A. Ketut Agung Cahyawan W Abdul Fattah Abdul Fattah Adityo, R. Dimas Agus Slamet Ahmad Fauzi Bantara Ahmad Saikhu Alfajriyah, Aimmatul Ummah Alfiyaningtyas, Marcelia Jihatul Amalia Putri, Rika Andre Ridho Saputro Anis Ratih Mariana Anita Setia Mega Putri Arif Afrizal Arif Arizal Arif Arizal, Arif Arino Anzip Bagus Ananda Kurniawan Bagus Ananda Kurniawan, Bagus Ananda Balatif, Mamak Balatif, Mochammad Bantara, Ahmad Fauzi Basuki Widodo Dera Fauzia Fitriana Dewi Liesnoor Setyowati Diana Evawati, Diana Eka Saputra Enny Istanti Enny Widyaningrum, Mahmudah Erna Ferrinadewi Fah Rizal Ma'ruf Fahruddin, A’rasy Fitriana, Dera Fauzia Fitriyah, Rohmatul Galuh Oktavia Siswono Hafid Syaifudin, Wawan Hakiki, M. Taufik Hartanti, Yulita Prihati Haryono Haryono Haryono Haryono Haryono Haryono Henky Supit Henky Supit Herman Sugianto Imam Safawi Ahmad Imam Safawi Ahmad, Imam Safawi Istanti , Enny Juliani Pudjowati Kamiran Kamiran Kharismawati, Ika Lukman Hanafi Mahmudah Enny W Mahmudah Enny Widyaningrum Mahmudah Enny Widyaningrum Mahmudah Enny Widyaningrum Mamak Balatif Mamita, Megasari Mayrine Aulia Faustin Megasari Mamita Meidyta Sinantryana Widyaswari, Meidyta Sinantryana Moch. Shofwan Moch. Taufik Hakiki Mochammad Balatif Mohamad Atok NEGORO, RM BRAMASTYO KUSUMO Nisa, Ella Puspita Nova Retnowati Nova Retnowati Nur Asiyah Nurina, Putri Oktavia Rizky Suis Nurul Qomari Pratnya Paramitha Oktaviana Prilyandari Dina Saputri Pujiastuti, Nunuk R Dimas Adityo Rinurwati Rinurwati Saputri, Prilyandari Dina Sentot Didik Surjanto Sentot Didik Surjanto Siswono, Galuh Oktavia Soehardjoepri Soehardjoepri Soehardjoepri, Soehardjoepri Sri Hartini Sri Hartini Sriyana Sriyana Sriyana Sriyana Sugeng Riski Suhud Wahyudi Suhud Wahyudi Suyanto Suyanto Suyanto Suyanto Syifa, Rosyidah Lailatus Tri Sagirani Ulil Azmi Wawan Hafid Syaifudin Widyaningrum, Mahmudah Enny Yoga Adi Prayogi Yulita Prihati Hartanti Yulius Hari